Making the Switch: Why Retailers Need to Switch to Digital Signage



Imagine walking to your bus or train station and seeing a digital ad that catches your eye. As you begin your commute, you see another one. When you arrive at your next destination, several others pop up left and right. Wherever you may be, you see a couple more. At the end of the day, you come home and relax, until you remember you have to take your parents out for dinner when they visit the next day. As you frantically think of a place, you recall ads for new restaurants you saw throughout the day. You look each one of them up on their social media accounts. You make a decision. These ads were digital signage. It may be an understatement to say that anywhere you go, you are bound to see at least one of them.

Organizations are catching on to the trend, which will only continue to blossom in the industry within the coming years. Major companies are now making the switch to digital signage. Samsung Electronics America has just integrated with Prismview LLC Sales and Marketing Teams for their display portfolio and sales force. As the latter manufactures and installs large-format LED video displays, Samsung is sure to have continued innovation in both their LED technology and a market reach that is both far and wide. Prismview LLC is likewise able to expand its product and services portfolio. Merging with Samsung made sense in maintaining its lead in the digital display market. Samsung has also remained #1 in digital signage worldwide, being responsible for 25.8 percent of global market shares in digital signage units in 2018. SPEVCO Inc. has elevated mobile marketing with their Videotel Digital products. These are ubiquitous in NASCAR events as they are the sole providers of vehicles used for entertainment and marketing. This mobile advertising is made possible with the existence of a SCAN Solution, which is compatible with all of Videotel Digital’s interactive digital signage players. This is what lets event-goers scan the UPC barcodes they see on products that will then play content in the form of a commercial on the nearest screen. SCAN technology is also used in retail, museums, and other entertainment companies.

Just one of many

These cases are representative of many more. Now, 25 percent of US companies prioritize multichannel campaign management, and this includes digital signage. The market for this is predicted to surpass $20 billion in the next two years. Digital signage, however, is indicative of an even greater trend: Digital Marketing. Digital marketing addresses both consumer and business needs by making use of the very tools in technology that are already in existence. Social Media Today reports the various forms of digital marketing that exist: content, social media, pay-per-click, email, video, and search engine optimization (SEO). While differing in their specializations, whether that be driving traffic, buying site visits, crafting digestible content, or boosting interactions and the like, these aspects of marketing all require a sense of digital savviness. Maryville University has found that marketing managers must now be knowledgeable in a slew of digital strategies, such as interactive and digital marketing, consumer behavior, product development, business policies, managerial accounting, and statistics. The trajectory of these trends is set to only increase, and the budget allocated for marketing automation tools is expected to reach $25.1 billion annually by 2023.

Making the switch now

While most companies are catching on, some traditional brick-and-mortar businesses may still be struggling to make the switch. Forbes claims that lack of familiarity is a huge factor in the hesitation towards digital marketing. Some businesses feel that they don’t have the proper vocabulary to take on new trends, and this inexperience is largely because of the unwillingness to spend time and money on proper training for employees. Traditional businesses still deem some of these practices as frivolous, but marketing involves constant learning, which is not as difficult as one might think.

Numbers to show

Statistics have proven the effectiveness of digital signage is largely because of consumer psychology. They mirror customers’ visual sensibilities. The progression towards digital marketing is actually quite natural as it reflects human impulses. Statistics show that it is effective because 90 percent of the information transmitted to the brain is visual, and our brains are able to process visuals 60,000 times faster than text. Therefore, we respond quicker to information presented on screens. This is why digital signage is able to increase brand awareness by 47.7 percent. To any company still hesitant––doesn’t this sound appealing?

It is not only large businesses that have already established themselves that should delve into digital marketing, but even the smallest of businesses as well. This will help them build their brand and target market significantly more than traditional advertisements. Here on Digital Signage Connection, we have several pages to show how digital signage solutions have infiltrated all sorts of businesses, from restaurants to schools, and public spaces. This pattern will not slow down any time soon.

Now, imagine yourself and your business, whether real or hypothetical. See yourself as having one of those ads. Would you buy into it?


About Author

Catherine Thomas loves all things digital, and she likes to think that she’s always one step ahead: She jumped on the social media trend pretty quickly, was among the first few thousand to migrate from MySpace to Facebook, and now almost exclusively uses Twitter. She’s no stranger to how going digital can change one’s life, and she loves sharing her experiences with others.


  1. thank you Catherine, great article.

    Per this stat: “This is why digital signage is able to increase brand awareness by 47.7 percent.” Could you clarify as to what you are comparing that to?Increase from that of say a TV ad, print ad or strictly against anything non digital?

    As an Executive of Alpine Media, a resort media DOOH platform, I’d love to get your insight on how digital platforms integrating both informative content and ads are perhaps more effective than those just pumping ads and or entertainment content.

  2. Digital Marketing is a best way to increase business. for retailers, this is important to switch to digital marketing. as technology is evolving you can grow with this technology and increase business. We need to move with time and change our thinking.
    Thank you for letting people knows how important is this. write more on this topic will get back to you again.

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